A new study conducted by the Advertising Specialty Institute (ASI) revealed that promotional swag generates more attention than more traditional mediums, such as TV, print or radio. Coffee mugs, pencils, and flashlights are among the many ideas for companies to distribute their logo to consumers. This finding helps show where the direction of the future of advertising is leading as marketers debate over the next great advertising medium. ASI also found that this newer form of alternative advertising has a lower cost-per-impression price tag compared to national magazine and prime time TV ads.
600 consumers, consisting mainly of businesspeople over the age of 21, were surveyed both in-person and online throughout major cities such as New York and Los Angeles. The respondents were asked to recall promotional swag received in the past year. Some key findings from the study include the increase of willingness to collaborate with the advertiser, more favorable impression of the advertiser after receiving swag, and bags were found to be used the most frequently among wearable swag items.
I think this is a great study to help defend any previous doubts on promotional materials. While most companies think slapping their logo onto waterbottles or pens may be an expensive form of advertising, it is actually more cost effective in the long run because of the stronger impression left on the consumer. The companies who have a larger advertising budget would see a benefit to creating useful products that incorporate their logo or slogan because the product would be recurring in the consumer's lifestyle.
This article was found on AdWeek.com.
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